All Marketers are Liars: The Underground Classic That Explains

All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All

The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow.

Legendary business writer Seth Godin has three essential questions for every marketer:

â€œWhatâ€™s your story?â€

â€œWill the people who need to hear this story believe it?â€

â€œIs it true?â€

All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen thatâ€™s virtually the same car. We believe that $225 sneakers make our feet feel betterâ€”and look coolerâ€”than a $25 brand. And believing it makes it true.

As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers donâ€™t talk about features or even benefits. Instead, they tell a storyâ€”a story we want to believe, whether itâ€™s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.

Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.

But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. Thatâ€™s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.

But for the rest of us, itâ€™s time to embrace the power of the story. As Godin writes, â€œStories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didnâ€™t invent storytelling. They just perfected it.â€
Country USA
Brand Portfolio
Manufacturer Portfolio
Binding Paperback
ItemPartNumber 9781591845331
Color Red
ReleaseDate 2012-04-24
UnitCount 1
UPCs 884457843409
EANs 9781591845331

Country	USA
Brand	Portfolio
Manufacturer	Portfolio
Binding	Paperback
ItemPartNumber	9781591845331
Color	Red
ReleaseDate	2012-04-24
UnitCount	1
UPCs	884457843409
EANs	9781591845331

All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All

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